Online marketing communications

Concept - OMC
OMC are methods used by online firms to
communicate to the consumer and create strong
brand expectations
OMC have a dual purpose :
-- OMC is used to strengthen the firm`s brand by
informing the consumer about the features
-- Secondly it promotes sales by directly encouraging
the product to buy the product sooner or later
• Promotional sales communications suggest the
consumer “buy now” and make offers to encourage
immediate purchase
Er.Sartaj Singh Bajwa

Methods Of OMC
Online Advertising
Direct Email Marketing
Online Catalogs
Public Relations

Online Advertising
A paid message on a website or other interactive
medium such as instant messaging
Biggest advantage is the ability to target ads to
narrow segment and to track performance of ads
Provides opportunity for interactivity (two way
communication )between advertiser and potential
customer
Primary disadvantage is to measure cost versus
benefits as well as how to adequate measure its
results

Pricing Models For Online
Advertisements
Barter (exchange of space for something of equal value)
Cost Per Thousand-CPM (advertiser`s pays for
impression of 1000 unit lots)
Cost Per Click-CPC (advertiser pays prenegotiated fee for
each click and receives)
Cost Per Action-CPA (advertisers pays for those users
who perform a specific action , such as registering ,
purchasing)
Hybrid (two or more of the above models used together)
Sponsorship (advertiser pays fixed fees )

Forms Of Online Advertising
Banner & Rich Media Ads
Paid search engine inclusion and placement
Sponsorship
Affiliate relationship

Banner Ads
It displays a promotional message in a rectangular
box at the top or bottom of a computer screen
If clicked on it brings a potential customer directly to
the advertiser`s website
Animated ads which displays different images in
quick succession creating an animated effect

Types Of Banner Ads
Button is a permanent form of banner ad
Skyscrapers' are tall , narrow banner , almost 3 times
the height of banner ads
Pop-under ads opens underneath a user`s active
browser window and does not disappear until the user
closes the active window (ad remains visible until the
user takes action to close it)
Pop-underads sometimes results in negative branding

Rich Media Ads

Interstitial Ads
Interstitial Ad is a way of placing a full page between the
current page and the destination page of a user
Generally inserted within the single website and is
displayed when the user moves from one page to the next
To avoid boring users ads include animated graphics and
music to entertain for not more than 10 seconds
Good interstitial may have skip through or stop option for
users who don't have interest
Dead time is used and does not slows the arrival of the
page they have requested

Superstitial Ads
Superstitial is a rich media ad that is pre loaded into a
browser`s cache and does not play until fully loaded
and the user`s click to another page
It waits until the user clicks to another page before
popping up in a separate window
Superstitial ads enable the pursuit of advertising goals
including branding , direct response , entertainment

Modes Of Banner Ads
Banner swapping is an arrangement among firms
that allows each firm to have its banners displayed on
other affiliate sites with no cost
Banner exchanges arrange for banner swapping
among firms
By displaying the banner of other firms , the firm can
earn credits towards the display of its banner on other
websites

Paid Search Engines Inclusion &
Placement
In this the advertising firms pay the search engine for
inclusion in the search engine index
Paid inclusion implies that there firm will appear
prominently in the results of relevant searches
Firm who wish to be near or at the top of a particular
search results in bid between firms on how much they
are willing to pay
These include sponsorships & affiliate
relationships

Sponsorships
It is a paid effort to tie an advertiser`s name to
particular information , an event , a venue in a way
that reinforces its brand in a positive way.
Sponsorships are more about branding than
immediate sales
Generally in this content is combined with an ad
message to make the message more valuable

Affiliate Relationships
It permits a firm to put its logo or banner ad on
another firm`s website from which users of that site
can click through to the affiliate site
Also known as tenancy relationships
Strategic partnerships in which interests of both the
parties are advanced and there is no direct exchange
of money
Two sites may sell complimentary products and the
firms may strike an affiliate relationship to make it
easier for their customers to find the products they
are looking for

Direct E-mail Marketing
E-mail marketing messages sent directly to interested
users
Key to effective direct email marketing is “interested
users”
It is different from spam ( sending unsolicited e-mail
to mass audience of internet users who have
expressed no interest in the product )
In this information is sent to only those people who
have expressed at one time or other an interest in
receiving the message from the advertiser

Online Catalogs
Online catalog is to display a firm`s products
Electronic version of online catalog includes :
- color image of each available product ,
- description of the item ,
- size
- color
- material composition
- pricing information

Public Relations
Marketing tool used to increase awareness of a site
and potentially boost traffic
Public relations involve communicating with target
audience or public using methods other than
advertising
Methods include special events like grand opening ,
press conference and publications

Mixing online & Offline
Communication
Marketing communications campaign most successful at
driving traffic to a web site have incorporated both
online & offline
Eg Unilever took the database of the customers addresses
which has been collected online and mailed a paper
magazine filled with cooking and cleaning tips to that list
- Although an electronic magazine would have been less
costly Unilever believed a paper publication to be better
suited for providing information

Online marketing communications

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